I'm a tweak and have been going into service menu since I had my first decent set (xbr250) and I guess now I'm so used to having things adjusted 'properly' (in quotes to recognize that these things are a matter of taste) that this, I'm thinking great now, set looked reallllly bad to my eyes out-da-box. Haven't done anything close to a full calibration .... just the recommended basic adjusts .. and happy enough with the change that I'm not reserving my friends truck for the return trip to the store.
If you like things in vivid mode and make these changes you probably won't be happy with the outcome. Also, take the warnings at the link to heart .... not paying attention in service mode can leave you with a VERY EXPENSIVE DOORSTOP WITH NO WARRANTY.
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